We're selling and maintaining an increasingly popular ORM in the Java Ecosystem: jOOQ (http://www.jooq.org). jOOQ is all about (SQL-based) data-centricity. We're competing with the "Enterprisey" JPA/Hibernate domination, which we believe has caused lots and lots of damage to our industry by obstructing better database schema designs, by keeping developers from learning proper SQL, by making databases second-class citizens behind applications - a decision, which most product maintainers will regret within 5 years at most.